Senior Creative Leader
Brand & Digital Design Expert
I have over 15 years’ experience designing brands and leading creative work across agency, in-house and freelance roles. My work spans brand, digital, campaign and roll-out and I’m used to working closely with marketing and leadership teams to bring ideas to life clearly and consistently. I shape creative direction, support and mentor other designers, and help turn complex briefs into thoughtful, well-executed design.
My specialities
BRAND & VISUAL DIRECTION
I define and evolve brand systems by creating clear, flexible visual identities that work consistently across digital, campaign and physical touchpoints. My experience includes building brands from scratch, evolving existing identities and working confidently within established brand guidelines, always with a strong focus on clarity, consistency and detail.
CAMPAIGN & CREATIVE DIRECTION
I originate and shape campaign ideas, then build the creative frameworks needed to roll them out effectively across multiple channels. In in-house roles, I work closely with marketing, product and wider teams to ensure creative is executed clearly and consistently, adapting assets where needed and supporting each team to deliver strong outcomes.
DIGITAL & MULTI-CHANNEL DESIGN
I design and oversee digital work across websites, apps and interactive content, ensuring digital output supports wider brand and campaign objectives. My approach starts with understanding audiences, customer journeys and goals, before shaping clear, well-considered design that works across all platforms and channels.
15+ years’ experience
Nine years in the Middle East
In-house, agency and freelance
CREATIVE & DESIGN
Brand identity & visual systems
Campaign creative
Digital design (web, app, interactive) Social & content-led design
Print, editorial & physical touchpoints
Packaging
Video & motion (light editing/directIon)
CREATIVE LEADERSHIP & DELIVERY
Creative direction
Brief writing & scoping
Production management
Project & workflow management Campaign planning & launch support User journeys & customer experience
Content audits & asset planning
PERSONAL QUALITIES
Highly organised and reliable
Strong attention to detail
Calm under pressure
Confident managing multiple priorities
Collaborative & supportive
Trusted advisor to stakeholders